DETROIT -- A Cuban-born executive who won dealer loyalty and improved profits at Ford Motor Co.'s service business now will tackle a revival at the automaker's North American sales unit.
Cisco Codina, 54, will become Ford's group vice president of North America marketing, sales and service on March 1. He is the fourth executive to hold the job in the last 13 months.
Codina has been president of Ford's customer service division since 2003. He replaces Steve Lyons, a 33-year Ford veteran who is retiring after less than a year as sales chief. Lyons, 57, will become a Ford dealer in Surprise, Ariz., a rapidly growing Phoenix suburb.
The move was one of several executive changes accompanying Ford Motor's Way Forward North American restructuring plan announced Monday, Jan. 23. Ford says it will reduce its officer ranks by 12 percent -- six or seven positions -- by the end of March. Last week's moves eliminated three officer positions. More departures are expected in February.
Codina, a 29-year Ford veteran, said in an interview last week that his experience and having "the dealers behind me" won him the promotion. He's now looking ahead at improving Ford sales in the United States.
"My number one goal for 2006 is to begin to stop the share decline and begin to stabilize that and move it forward," Codina said.